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Color v. Black and White Printing: Which One Is Right For Your Campaign?

Selecting colors for your direct mail marketing project might be one of the most important steps in your campaign. Though you may be tempted to simply choose your brand colors, and send the job to your in house printing company of choice, proceed with caution.

Color card with magnifying glass.Similar photographs from my portfolio:

Though using your brand’s colors will certainly help your audience recognize your company, sticking with the same color palette isn’t always effective. Different colors send different subtle messages, each of which can boost or hinder your campaign. In some scenarios, color printing might not even be appropriate at all– after all, black and white prints can still convey information effectively while also reducing costs.

Whatever the goal of your campaign may be, use these three tips to motivate your audience with effective color marketing:

1. Work With, Not Against, Cultural Color Signals

Every culture in the world attaches different meanings to colors. Generally, in the United States, warm colors like orange and yellow communicate fun, energy, positivity, and urgency. In comparison, cooler blues and greens communicate growth, stability, maturity, and dependability. That’s why you’ll notice banks and hospitals using blues and greens, while ice cream shops use more pinks. Consider the message you’re trying to convey, and choose a color for your mailers that support those ideas.

2. Know Your Audience

Different audiences will react differently to color messaging, and some might even respond better to black and white. After all, black and white tend to convey elegance and authority, like in a wedding invitation or a legal document. If you’re mailing documents that need to be filled out and returned, definitely opt for the cheaper and more readable black-and-white option. Most in house printing services will offer several different color and color-free printing methods to choose from.

3. Conduct Cost-Benefit Analyses

Finally, learning audiences and color theories will help your team save money during the printing process. It might make sense to impress new clients, potential donors, or other VIP audience members with full-color graphics, since these individuals are most important to sustaining your cause. However, devoted return customers, volunteers, or personal acquaintances might not need to be wooed with pretty graphics. Your team may be able to save money by communicating with these already-loyal individuals through affordable black-and-white newsletters and brochures.

Overall, about 92% of consumers say they prefer direct mail for making purchasing decisions. However, direct mail might not be quite so effective if the color scheme doesn’t make sense for your business, budget, or campaign. Use these three tips to make the right color selection for all your mailing needs.

For more information or to learn about our in house printing services, contact Modern Mail and Print Solutions today!

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